Published Paper Details:

The Indian cosmetic industry has witnessed a rapid growth over the last couple of decades. With the advancement in technology, globalization and increased purchasing power, the consumers in recent years have become more aware of hygiene and beauty, which is the foremost reason behind the rapid development of cosmetic industry. In the present scenario, changing life style, higher disposable income, increasing advertisement, rising status, migration of people, demand for superior quality, changing consumer preference and the advertisements resulted into a paradigm shift in the behaviour of women in the purchase and use of cosmetics. The rise in the number of women joining the work force over the decade enhanced the purchasing power of women community. Kerala has a privilege to have a wide client base in cosmetic industry. High literacy rate and rapid urbanization of Kerala led to a rapid growth in employment among the women which led to an increase in the demand for cosmetic products in Kerala. The present study makes an attempt to measure the level of satisfaction of female cosmetic consumers about the quality, design, ingredients, and safety of cosmetic products. Kruskal Wallis test is used as a tool for analysis